Hilton Hotels have announced a new corporate identity and logo by dropping the word ‘Worldwide’ from its title. The group is now simply: Hilton.

In part of the same move the group is rebranding its Hilton HHonors loyalty programme. This will be replaced by the: Hilton Honors scheme.

With the rebranding comes new benefits of the Honors programme including the ability to use points faster at any time, with no blackout dates and the facility to pool points with up to ten friends or family members.

The rebranding comes at a time when Hilton is more simplified and streamlined than ever, after the successful spin-off of its real estate and timeshare businesses.

Hilton now operate 14 hotel brands following the recent launch of the Tapestry Collection of independent mid-market hotels.

Details: http://hiltonhonors3.hilton.com/en/index.html